Google et Doubleclick, Une Fusion à Regarder de Près

Competition Policy and Antitrust

Article Snapshot

Author(s)

Jacques Crémer and Christian Gollier

Source

Les Echo, November 29, 2007

Summary

This op-ed, written in French, describes Google and Doubleclick’s plans to merge.

Policy Relevance

Policy makers should take a close look at the merger of firms involved in internet advertising because of its consequences for competition and policy.

Main Points

  • Google is the dominant Internet search engine, serving consumers and advertisers.

  • Doubleclick provides Internet advertising services as well.

  • Both firms use information about consumers in placing ads.

  • The mergers of Google and Doubleclick poses new problems with competition and privacy law.

  • Regulators should recognize the importance of understanding the market for Internet advertising and how web content is funded.

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